GM Indicates it Will Increase Ad Spending to Boost Awareness of Saturn Models

Automotive News reports that Troy Clarke, president of General Motors NA, recognizes and understands that there's an awareness issue with its Saturn brand. Despite having the freshest lineup in the business, GM has found that most folks who are in the market for a new car don't realize Saturn has completely overhauled its entire lineup. "In GM research of coastal markets," Automotive News writes, "consumers who saw pictures of Saturn vehicles could not identify them."

As a result, the trade magazine says that Saturn will "revamp" its marketing strategy in an attempt to increase visibility of the brand. "If you look at the purchase funnel, you ask, 'Do we have a consideration problem on Saturn or a conversion problem?'" Clarke told Automotive News. "The fact of the matter is we have a basic awareness problem."

He said that Saturn will continue to promote itself via social media outlets, but that the brand will also "emphasize traditional mass media."

So how much is General Motors willing to spend to get the word out about the new and improved Saturn? Clarke didn't reveal a specific number, but he did say it would be "just as if you're introducing a new brand. We'll probably spend about the same amount of money, but we'll repurpose it so that it's more focused on awareness than consideration."

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